Finding the right direct mail solution is about trade-offs: you want something that looks great, meets sustainability goals and doesn’t blow the campaign budget. Here are practical production choices and tips you can use to strike the right balance for any direct-mail job.
1. Pick the right print process
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Digital is ideal for short runs, fast turnarounds and heavy personalisation (variable data). Cost-effective for pilots and segmented mailings.
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Offset litho gives the best unit price on medium-to-large runs and excellent colour consistency — the go-to for prospectuses and catalogues.
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High-volume inkjet can be the sweet spot for transactional mail or large, personalised runs where speed and lower postage weight matter.
Match the process to volume and personalisation requirements to avoid overpaying.
2. Choose paper carefully — it’s at the heart of perceived quality
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Coated vs uncoated: coated stocks (silk/inline gloss) make images pop and resist wear; uncoated feels more tactile and reads better for long copy.
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Weight: heavier stock feels premium but increases postage. Consider heavier covers (250–350gsm) and lighter inside pages (90–150gsm) for booklets.
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Sustainability: FSC, PEFC or recycled papers are widely available and cost-competitive. Make the eco choice visible on the piece — it builds trust without extra spend.
3. Inks, coatings and finishes — pick wisely
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Vegetable/soy-based inks are greener alternatives and often marginally cheaper than premium pigment inks.
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Aqueous varnish gives protection with lower environmental impact than plastic lamination. Use single-side varnish or spot-varnish to save cost.
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Lamination adds durability but increases cost and reduces recyclability; use sparingly for high-value packs only.
4. Reduce weight, keep impact
Design tricks can reduce postage without losing presence: use a heavier cover and lighter inner pages, minimise bulky inserts, or replace a plastic window with printed branding. Each 10–20g per piece saved multiplies across large runs.
5. Think in batches and use variable content
Smaller, targeted runs with variable data often outperform single mass runs and reduce overall waste. Print in batches for seasonal updates and use personalisation to increase relevance — better response often justifies slightly higher unit costs.
6. Demand proofs and colour control
Always approve a printed proof (not just a PDF). Colour can shift between digital and litho; a physical proof avoids costly reprints. Ask for Pantone/CMYK guidance if brand colours must match.
7. Be transparent about sustainability claims
If you advertise eco credentials, keep documentation: supplier FSC certificates, recycled content statements and any carbon calculations. Procurement teams and customers will ask.
8. Work with a partner who models cost vs impact
A good mailing house will show the true cost-per-response, not just cost-per-piece. They’ll model postage, material choices and expected ROI so you can compare options sensibly.
How Herald Chase can help
Small production choices add up. If you want a side-by-side comparison for your next campaign — finishes, paper, postage and the likely impact on cost and response — book a free campaign review with the Herald Chase team at www.heraldchase.com. We’ll provide sample packs, unit-cost modelling and a sustainable option that fits your budget.
